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A1258568304OTnSf

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Understand the purpose of book jacket and magazine cover design. ... visual and type work synergistically to maximize communication and effect nuance. ... – PowerPoint PPT presentation

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Title: A1258568304OTnSf


1
(No Transcript)
2
Objectives
  • Define brand and branding
  • Understand the purpose of branding
  • Become familiar with the branding process
  • Understand the range and character of branded
    experiences

3
Definitions
  • A brand is a proprietary name for a product,
    service, or group. It is also the sum total of
    all characteristics and assets of a brand name
    product, service, or group that differentiates it
    from competitors, as well as the publics
    perception of the brand.
  • Branding is the entire development process of
    creating a brand, brand name, and visual
    identity, among other applications.
  • A brand strategy is a conceptual plan providing
    guidelines for all brand applications.
  • A brand experience includes every point of
    contact through which a person comes into contact
    with a brand or group whether packaging,
    customer relations, a branded line of
    merchandise, an interactive kiosk, an exhibit, a
    website, or an event.

4
What is Branding?
  • Whether people like it or loathe it, almost every
    product, service, major city, business, and
    organization has been branded.
  • Understanding what a brand is and how a branding
    program operates lays some groundwork for
    understanding the roles and objectives of
    individual graphic design applications, such as
    logos and websites.
  • Many think of a brand as a proprietary name for a
    product, service, or group however, on a more
    multifaceted level, a brand is the sum total of
    all characteristics and assets of a brand name
    product, service, or group that differentiates it
    from the competition, as well as the perception
    of the brand by the public.

5
What is Branding?
  • Typically, several applications are key
    components of an overarching branding effort or
    program, beginning with a logo and visual
    identity through interactive experiences, package
    design, corporate communications, promotional
    design, and advertising.
  • Although many people use the terms visual
    identity, corporate identity, brand identity, and
    branding interchangeably, branding is a broader
    marketing effort than visual identity since it
    often involves naming, advertising, and
    promotion.

6
The Purpose of Branding
  • Due to many convergent factors, branding
    including brand names, logos, visual identity
    design, package design, and advertising has
    become indispensable to marketing.
  • In an overcrowded, competitive marketplace,
    relevant and engaging branding can ensure
    efficacy for a quality product, service, group,
    individual, or commodity.
  • Not only does branding distinguish, it builds
    equity, the value of the brand or group.

(RED) BRANDING WOLFF OLINS, NY
7
Differentiation
  • Products, services, commodities, groups, and
    individuals depend upon branding to differentiate
    them in the minds of the public in a glutted and
    highly competitive market.
  • Very few products, services, or groups offer
    unique benefits, usually offering similar or
    identical functions as their competitors, a
    characteristic called parity.
  • Therefore, branding helps differentiate products,
    services, and groups in a crowded brand world.
  • Two main verbal differentiators are the brand
    name, a proprietary name, and the tagline, a
    slogan or short distinctive phrase. The main
    visual identifier is the logo.

8
Branding Process Strategy
  • The design process for branding is
  • Orientation gt Analysis gt Concepts gt Design gt
    Implementation

9
Branding Process Strategy
  • Brand strategy is the core tactical underpinning
    of branding, uniting all planning for every
    visual and verbal application.
  • Brand strategy
  • defines the brands personality and promise
  • differentiates the brand from the competition by
    defining the brands positioning
  • codifies the brand essence

BLUEBOLT STUDIO BRANDING ALEXANDER ISLEY INC.,
REDDING, CT
10
Branding Process Strategy
  • Essentially, the brand strategy is how you are
    conceiving, creating, and positioning your brand
    in the marketplace to achieve differentiation,
    relevance, engagement, and resonance.
  • However, it is the design that makes the strategy
    corporeal, that truly gives brands their
    distinctive look and feel.

BLUEBOLT STUDIO BRANDINGALEXANDER ISLEY INC.,
REDDING, CT
11
Conceptual Designand the Brand Construction
  • Every brand or group should possess a core value
    or quality that can become its construct, a
    quality or position a brand owns against the
    composition.
  • Owning a quality, even though others in your
    category have the same quality, establishes a
    brand in the audiences mind as the primary
    possessor of that quality it is positioning of
    the brand in the publics mind against the
    competition.
  • The tactic is to claim ownership of a benefit
    or quality before anyone else does, to preempt
    the competition, and to express that construct
    through the visual and verbal identity.

12
Conceptual Designand the Brand Construction
  • Constructs can be based on heritage, a unique
    functional or emotional benefit, authenticity,
    originality, earthiness, high-tech expertise, and
    authoritative expertise, among many qualities.
  • Several factors must be considered when
    formulating branding and a brand construct
  • Differentiation
  • Ownership
  • Consistency
  • Relevance
  • How a construct can be cast
  • A brand or group symbolizes something
  • A brand or group embodies something
  • A group is virtuous and works toward solving a
    social problem or finding a cure for a disease.

13
Naming a Brand
  • A brand name is the verbal identitya proprietary
    nameand coupled with a tagline or descriptor, it
    becomes the verbal signature.
  • Without question, the brand name is the main
    point of reference to any brand and is the main
    verbal marketing tool.
  • Naming a brand involves many crucial
    considerations.
  • What does the name mean?
  • What type of spirit or personality should it
    convey?
  • How will people react to it?
  • What does the name mean in a specific language
    across cultures?

14
Naming a Brand
  • There are several categories of name types that
    are more or less appropriate for any brand.
  • Founders name named for the companys
    founder(s)
  • Explanatory named to best explain or describe
    the product or service
  • Expressive or Invented names that are
    constructed to have a certain panache or sound
  • Allegorical or Symbolic names that express their
    nature through an allusion to an allegory or a
    symbol
  • Acronym a brand name formed from the initials or
    other parts of several names or words
  • There are many ways to make a brand name
    effective.
  • Distinctive Extendable
  • Memorable Long-lasting
  • Purposeful Legally owned

15
Design Development
  • Based on the strategy, name, and construct,
    visualization and composition begins during
    design development. You will need to consider
    brand differentiation, brand promise, and
    branding applications and media.

NICKELODEON BRANDINGADAMSMORIOKA, BEVERLY HILLS
16
Differentiation Through Look and Feel
  • As part of the design solution, a brands unique
    personality is established and communicated
    through its look and feel, expressed through
    the particulars of the visualization and
    composition, including
  • color palette
  • characteristics and qualities of lines, shapes,
    and textures
  • Typeface
  • and any other visual elements
  • The brand look and feel is a visual attitude
    that differentiates a brand from the competition,
    making it unique, distinctive, memorable, and
    relevant to its audience.
  • It should define its individual character, be
    synonymous with the brand, not be in any way
    generic, and definitely not look like its
    competitors.

17
Rebranding
  • Often, designers are faced with the challenge of
    rebranding an existing brand identity or brand
    program for a variety of reasons.
  • Duties might include reinventing a brand,
    repositioning, renaming, redesigning, or all of
    these.

BNSF REBRANDINGLISKA ASSOCIATES, CHICAGO/NEW
YORK
18
Branding an Experience
  • At every point of contact, a person experiences a
    brand or groupwhether its through contact with
    packaging, customer relations, a branded line of
    merchandise, an interactive kiosk, an exhibit, a
    website, or an event.
  • Every experience, whether from one point of
    contact or from many points of contact of an
    integrated campaign, should be a positive and
    consistent one.

19
Branding an Event
  • There are branding programs created for events
    and films that are shorter lived.
  • Most major motion pictures are heavily branded,
    with websites, TV commercials, posters, and
    screen-based media utilized. However, once the
    film has left the theaters, the branding program
    is no longer necessary (until DVD release or for
    award nominations).
  • Similarly, special events such as conferences,
    gala benefits, marketing events and parties,
    tradeshows,and award events, among others, are
    also branded.

THINKING GREATIVELYBRANDINGSTEVEN BROWER DESIGN
20
Summary
  • Understanding how a branding program operates
    lays the groundwork for understanding the roles
    and objectives of individual graphic design
    applications, such as logos and websites.
  • A brand is a proprietary name for a product,
    service, or group. It is also the sum total of
    all characteristics and assets of a brand name
    product, service, or group that differentiates it
    from competitors, as well as the publics
    perception of the brand.
  • Branding is the entire development process of
    creating a brand, brand name, and visual
    identity, among other applications.

21
Summary
  • Creating an integrated branding program (across
    media) entails weaving a common thread across all
    of an individuals experience with a brand or
    group, and integrating the common visual and
    verbal language into all experiences with the
    brand. Products, services, commodities, groups,
    and individuals depend upon branding to
    differentiate them in a glutted market.
  • Each brand has functional (tangible) and
    emotional (intangible) benefits, which are
    communicated through the branding.
  • Two main verbal differentiators are the brand
    name, a proprietary name, and the tagline, a
    slogan or short distinctive phrase. The main
    visual identifier is the logo.

22
Summary
  • The branding design process is orientation,
    analysis/strategic planning, conceptual design,
    design development, and implementation.
  • The brand strategy defines the brands
    personality and promise, differentiates the brand
    from the competition by defining the brands
    positioning, and codifies the brand essence it
    is a conceptual plan providing guidelines for all
    brand applications.
  • Every brand or group should possess a core value
    or quality that can become its construct, a
    quality or position a brand owns.

23
Summary
  • A brand name is an intangible asset, optimally
    adding value to a brand.
  • The brand look and feel and brand promise is
    expressed through its visual identity,
    differentiating a brand from the competition,
    making it unique, distinctive, memorable, and
    relevant to its audience.
  • Rebranding duties might include reinventing a
    brand, repositioning, renaming, redesigning, or
    all of these.
  • Branding programs also are created for events and
    films.
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